OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 11. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-01-01 to 2026-01-01.)

Article	Citations
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	135
All about Social Coupons! Evolution, Review and Research Directions	124
Predicting households’ attitudes and product adoption intentions	62
From pandemic to Prada: examining online luxury-brand self-narratives	59
Does greenwashing hinder employees’ brand citizenship behavior?	55
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	55
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	51
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	47
SDG reporting: an analysis of corporate sustainability leaders	46
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	43
Managing channel conflicts: how do expert power and reward power contribute?	43
Optimizing marketing strategy: a video analysis approach	41
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	39
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	39
Meta-analytic insights into AI chatbots adoption in the service industry: uncovering dynamics and contextual insights using a meta-SEM approach	37
Role of product advantage in shaping product outcome: a hybrid review	37
A green step forward: the role of green marketing in nurturing green customer loyalty	36
Brand value co-creation and transaction costs in private label relationships	36
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	36
Comments and responses' combination: tourist destination's moderating effect	34
Permission marketing: a systematic review of 22 Years of research	33
Gifting a warm-glow effect: how identity influences charitable gifting	32
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	31
Uncorking opportunities: a bibliometric review of wine marketing literature	30
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	29

Consumer discrimination in service recovery situations	27
An exploration of the role of stigma in socially responsible gift giving	27
Channel quality competition and hybrid contract strategies in multichannel retail supply chains	27
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	26
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	26
Are social media marketing activities reaping benefits for brands? The moderating role of education	25
Consumer reactions to attacks against cherished brands	25
Rise and fall of interactions with brand communities	24
The role of product scarcity on display incompleteness	24
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	24
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	23
Mergers and acquisitions success: examining customer loyalty	23
Effect of consumption values on consumer behavior: a Meta-analysis	22
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	22
Meta-analysis of augmented reality marketing	22
Building followers’ loyalty in social commerce: influencers’ perspectives and theoretical insights from social presence and media richness theory	21
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	21
Enhancing relationship strategies with the live stream influencers	20
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	19
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	19
What drives liking different brand-related social media content?	19
Modelling the traits of consumer resilience: implications to emerging markets	18
Channel integration in grocery retailers via mobile applications	18
Salesforce output control and customer-oriented selling behaviours	17
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	17
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	17
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	16
Marketing affordance of social media for product innovation: the role of organizational structures	16
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	16
Service presentness in enhancing services interaction flow	16
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	15
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	15
Dealing with demarketing of branded products on social media platforms	15
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	15
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	15
How the time of day impacts social media advertising outcomes on consumers	14
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	14
Did you find this review helpful?	14
Should SMEs diversify their global destinations? The role of market insights and digital transformation	14
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	14
A roadmap of retargeting campaigns for SMEs: a case study	14
Unveiling the impact of chatbot characteristics on customer experience and customer immunity under technological readiness	14
Whose customer is it anyway? Exploring firm power dynamics in consumer markets	13
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	13
Role of employee tenure in shaping the generation and consumption of online employee reviews	13
Is green the new gold? Green branding and its state-of-the-art	13
Minimizing the negative impact of brand deletion	12
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	12
Green pride in sustainable versus premium brand decisions	12
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	12

Service leniency: a dual logics perspective	12
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	12
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	12
Centralized or decentralized? How intra- and inter-team network centralization impacts customer-oriented selling and performance of the B2B cross-functional sales team	11
Psychographic similarity affecting engagement	11
Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis	11
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	11
The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing	11
Using Schmid–Leiman solution with higher-order constructs in marketing research	11